【主題】IT價值的長尾時滞：CRM對生産率、盈利性及市場價值的影響

【主講人】董樹濤

【時間】2007-3-30 10:30-12:00

【地點】偉倫樓453

【語言】中文

【主辦】管理科學與工程系

【目标聽衆】

【簡介】

報告摘要：Customer relationship management (CRM) systems are becoming

increasingly important for firms to collect customer data, identify

customer preferences, and analyze customer value. Yet, empirical

evidence on whether firms are realizing productivity and profitability

gains from CRM remains mixed. Adopting the production-function approach

and the economic perspectives, this study attempts to examine the

business value of CRM systems in terms of productivity, profitability,

and market value growth. More importantly, we investigate how long it

would take for such gains to materialize, i.e. the lag pattern of CRM

value. Accordingly, we develop two hypotheses and test them using

regressions on a dataset of 150 U.S. banking firms. Our results show

that: (1) CRM adoption significantly improves productivity, and

moderately increases profitability (in terms of ROA, ROE, and profit

margin) and market value (in terms of Tobin’s q); (2) there exists a

long-tailed two-wave lag pattern of CRM value, i.e. a “first peak” in

business value in about the third and the fourth years after CRM

adoption, followed by a “second peak” from about the seventh year until

the tenth year or even longer; further, the “second peak” has a greater

effect than the “first peak” in creating CRM value; (3) marketing

functionality, analytic functionality, and organizational capital are

found to be significant drivers of all three measures of CRM value;

sales functionality significantly contributes to profitability and

market value growth, but not productivity gains, while service

functionality and system integration significantly improve productivity

and market value, but not profitability. These findings provide

important implications for understanding whether, when, and how firms

can reap the business value of CRM systems. This study thus extends the

literature on IT business value to the context of CRM. Especially, the

long-tailed lag period of over ten years tends to be much longer than

traditionally expected, shedding new light on the lag value of specific

IT applications to the literature.

報告人：Shutao Dong，PhD Candidate，The Paul Merage School of

Business，University of California, Irvine

報告人簡曆：SHUTAO DONG is currently a Ph.D. candidate in Information

Systems at the Paul Merage School of Business, University of California

at Irvine. He received his master degree in Technological Economics

(2001) and bachelor degree in Management Information Systems (1999) from

Tsinghua University, Beijing. His recent research focuses on studying

the business value of customer relationship management (CRM) systems,

using the resource-based view (RBV) and the economic perspectives. He

has also been conducting research on firms’ assimilation and value

creation of e-business and interorganizational systems based on

innovation diffusion theory, the RBV and other perspectives. His further

research interests include IT governance and IT-enabled business process

integration. His research has been published in European Journal of

Information Systems.